The Filet-O-Fish is unlike any other product on the McDonald’s menu. Its advertising also has a history of standing out from the rest of the brand. For this year’s national TV push we decided to take audiences on a whimsical, musically driven deep sea adventure. It’s all totally inspired by underwater adventure films of the 1950s. In fact, we used many of the same production techniques. The sub is a miniature, and the background is a 40-foot piece of hand-painted canvas that was actually used in the production of 20,000 Leagues Under the Sea from 1954.
How’d we do it? Two sets, a great production team and some old-fashioned movie magic. Oh, and a mini-mini-sub.
![sub-set sub-set](https://jimdore.com/wp-content/uploads/2016/08/sub-set.jpg)
![sub-set3 sub-set3](https://jimdore.com/wp-content/uploads/2016/08/sub-set3.jpg)
![sub-set2 sub-set2](https://jimdore.com/wp-content/uploads/2016/08/sub-set2.jpg)
![sub-rough sub-rough](https://jimdore.com/wp-content/uploads/2016/08/sub-rough.jpg)
![Sub-ext2 Sub-ext2](https://jimdore.com/wp-content/uploads/2016/08/Sub-ext2.jpg)
![Sub-ext1 Sub-ext1](https://jimdore.com/wp-content/uploads/2016/08/Sub-ext1.jpg)
Thanks to the internet giving everyone a microphone, we were part of the conversation. Just like the sandwich, the reaction was pretty polarizing. Lots of people liked it. And some… didn’t. But they certainly talked about it.
CREDITS:
Art Director: Jim Dore // Copywriter: Joe DeSalvo // Director: Jared Hess // Music: Mark Mothersbaugh // DP: Mattias Troelstrup // Editor: Pete Meyer // Post Production: Jono Gaughan